Threadly: 18,600 signups and 1,240 paying customers, with zero creators hired

Threadly is a fashion shopping app with an AI stylist: a For You feed scored by how well each piece matches your style, deals under $50, and complete outfits built around anything you like. Fashion sells on TikTok through creators, and Threadly didn't have any.

  • 18,600 signups in 120 days
  • 1,240 paying customers
  • 4.2x return on Otto spend

The challenge

Fashion shoppers discover brands through haul videos, try-ons and 'what I'd wear' clips, not banner ads. Threadly needed a steady stream of creator-style videos showing the app itself, the style-match score, the price drops, checkout in a few taps, but a small team can't run a creator program, and stock-footage ads look like ads.

The solution

Threadly uploaded two screen recordings of the app (browsing the feed into checkout, and the AI stylist building a look) plus a short description of the app and its shoppers. Otto turned them into creator-led ads with a preset on-camera creator, a voice-over written around the real screens, and captions and music tuned for fashion TikTok.

How Otto approached it

  • Three formats: a problem hook about endless scrolling, a before/after of shopping without and with the AI stylist, and a creator split-screen walking through the app.
  • The real product does the selling: the 94% style match, the $68 coat that was $140, the bag, the member discount and the order confirmation all appear on screen.
  • Scripts follow the same beat structure every time (hook, problem, reveal, steps, payoff, call to action), so the variations test the hook, not the whole ad.
  • Nothing posts without approval: ads land in the queue, and approved ones drop into the posting calendar in Threadly's timezone.
Fashion sells on TikTok through creators, and we couldn't afford a creator program. Otto gave us one: a new ad every other day that actually shows the app, and our signups followed. — Maya Chen, Founder & CEO

The results

  • 18,600 new signups in 120 days, 62% of all signups in that period.
  • 1,240 shoppers placed a paid order, at an average first order of $87.
  • 4.2x return on Otto spend in first-order revenue alone.
  • Posting went from twice a month to five times a week, with about ten minutes of approvals each Monday.
  • Three finished creator-led 9:16 ads from two screen recordings, each about 20 seconds and ready for TikTok and Instagram Reels.
  • Three hooks aimed at fashion shoppers to test against each other.
  • No creator fees, no shoot, no editor: 4,300 credits ($4.30) per ad.

The ads Otto made for Threadly

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